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All Journal Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Barida Rakhma Nuranti
Universitas Negeri Yogyakarta, Yogyakarta, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect of Gamification on Purchase Decisions: Mediation of Customer Experience and Customer Brand Engagement Barida Rakhma Nuranti; Ayu Diana Ansori; Viant Anggi Saputra; Reska Anggara Putra; Andhika Adhi Nugroho; Listya Shafa Widiyanti; Wiwit Lestari
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 4 (2025): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i4.657

Abstract

This study aims to analyze the effect of gamification on purchase decisions, mediated by customer experience and customer brand engagement, among users of the "Indomaret Saku" platform in Yogyakarta. This research adopts a quantitative approach with primary data collected through a comprehensive questionnaire using a 5-point Likert scale. The population comprises users of the Indomaret Saku application in Yogyakarta, with a final sample of 166 respondents selected through purposive sampling techniques based on specific criteria including age range, application usage frequency, and geographical location. Data analysis was performed using the Partial Least Squares (PLS) method with SmartPLS 3.0 software, enabling rigorous testing of the proposed structural model. The results demonstrate that gamification exerts a positive and significant effect on both customer experience and customer brand engagement. Furthermore, the analysis confirms that customer experience and customer brand engagement significantly mediate the relationship between gamification and purchase decisions, highlighting the complex psychological mechanisms through which game elements influence consumer behavior in digital platforms.
Live Stream Shopping: The Influence of Personal Values and Emotional Pleasure on Millennials’ Purchase Intention Barida Rakhma Nuranti; Ayu Diana Ansori; Reska Anggara Putra
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 1 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i1.769

Abstract

Live-shopping, or shopping via live-streaming, has emerged as a global trend in the online shopping setting. Marketers are increasingly leveraging live-streaming features on social media platforms to engage audiences and enhance interaction during online shopping. The interactiveness, convenience, and seamless nature of live-shopping often trigger emotional responses among consumers, which may stem from the fulfillment of personal values throughout the live-shopping session. Nevertheless, the extent to which personal values and emotional pleasure influence consumer purchase intention remains underexplored. This study employs a quantitative approach through a survey method. The data were analyzed using SEM-PLS. Based on responses from 200 live-shopping consumers, this study reveals that personal values, consisting of hedonic values and utilitarian values, positively influence emotional pleasure and shopping intentions. Furthermore, emotional pleasure positively influences shopping intentions.
The Effect of Gamification on Purchase Decisions: Mediation of Customer Experience and Customer Brand Engagement Barida Rakhma Nuranti; Ayu Diana Ansori; Viant Anggi Saputra; Reska Anggara Putra; Andhika Adhi Nugroho; Listya Shafa Widiyanti; Wiwit Lestari
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 4 (2025): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i4.657

Abstract

This study aims to analyze the effect of gamification on purchase decisions, mediated by customer experience and customer brand engagement, among users of the "Indomaret Saku" platform in Yogyakarta. This research adopts a quantitative approach with primary data collected through a comprehensive questionnaire using a 5-point Likert scale. The population comprises users of the Indomaret Saku application in Yogyakarta, with a final sample of 166 respondents selected through purposive sampling techniques based on specific criteria including age range, application usage frequency, and geographical location. Data analysis was performed using the Partial Least Squares (PLS) method with SmartPLS 3.0 software, enabling rigorous testing of the proposed structural model. The results demonstrate that gamification exerts a positive and significant effect on both customer experience and customer brand engagement. Furthermore, the analysis confirms that customer experience and customer brand engagement significantly mediate the relationship between gamification and purchase decisions, highlighting the complex psychological mechanisms through which game elements influence consumer behavior in digital platforms.
Live Stream Shopping: The Influence of Personal Values and Emotional Pleasure on Millennials’ Purchase Intention Barida Rakhma Nuranti; Ayu Diana Ansori; Reska Anggara Putra
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 1 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i1.769

Abstract

Live-shopping, or shopping via live-streaming, has emerged as a global trend in the online shopping setting. Marketers are increasingly leveraging live-streaming features on social media platforms to engage audiences and enhance interaction during online shopping. The interactiveness, convenience, and seamless nature of live-shopping often trigger emotional responses among consumers, which may stem from the fulfillment of personal values throughout the live-shopping session. Nevertheless, the extent to which personal values and emotional pleasure influence consumer purchase intention remains underexplored. This study employs a quantitative approach through a survey method. The data were analyzed using SEM-PLS. Based on responses from 200 live-shopping consumers, this study reveals that personal values, consisting of hedonic values and utilitarian values, positively influence emotional pleasure and shopping intentions. Furthermore, emotional pleasure positively influences shopping intentions.
Co-Authors Andhika Adhi Nugroho Ayu Diana Ansori Listya Shafa Widiyanti Reska Anggara Putra Viant Anggi Saputra Wiwit Lestari